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Brief Published: 24 Jun 2011

When Music, Fashion and Retail Collide


As music festivals become increasingly fashion oriented (journalists and bloggers now report as heavily on festival-goers’ dress sense as they do the musical line-up), it's unsurprising that the new Music to Know festival in East Hampton, New York this August is set to include fashion retail on a whole new scale.

As well as music from well-known bands including headliners Vampire Weekend and Bright Eyes, the festival will debut a supersized pop-up shop by actress/fashion designer twins Mary-Kate and Ashley Olsen, selling their own label The Row. There will also be around 30 other brands (90% of which will include fashion and accessories).

The exciting part of the initiative for aspiring designers/boutique owners is that, should they be able to stump up the requisite cash (stalls come in at $4,000 for a small both, $6,000 for a larger one), a place next to the Olsens is a distinct possibility.

Retail stalls will be located in a temporary marketplace on a runway at the East Hamptons airport.

Music to Know